News Bytes: July 25, 2013

What is it? Aimia, a loyalty management provider, acquires Smart Button, a loyalty technology provider, for approximately $18 million.

WIIFM? Smart Button is expected to complement Aimia's portfolio of products and services, as well as extend the latter's client portfolio.

Who's talking? "The combination of Smart Button's platform and Aimia's unmatched reach and full suite of offerings in the loyalty services market will provide new and existing clients with turnkey loyalty solutions that meet their needs," says Smart Button President and CEO Philip M. Sugar.

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Tate & Lyle Chooses Gyro

What is it? Tate & Lyle, a provider of food ingredients and solutions, appoints gyro as its lead global marketing agency.

Who's talking? “Tate & Lyle is an iconic brand with a long history of excellence and we look forward to working with them to tell their story in a powerful, exciting and fresh way,” comments Adryanna Sutherland, president of gyro Cincinnati.

WIIFM? The software requires no technical or IT skills, and is designed to empower businesspeople from sales, marketing, HR, and customer loyalty to create and share digital content across mobile and social channels.

Who's talking? “By working with IBM, we have transformed the digital experience for our customers through a website that features hundreds of unique content pieces and videos that address the most pressing questions of our customers,” says Aaron Pickrell, director of online systems at Performance Bicycle.

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WestonExpressions Announces Linkett

What is it?WestonExpressions, a hardware and software provider for the out-of-home advertising industry, unveils Linkett, a device that enables TVs and digital signs to have mobile capabilities.

WIIFM? The device uses patent-pending NFC technology to allow users to use their smartphones to receive coupons, apps, or make purchases from a display.

What is it?Engajer, a video platform, announces that Facebook users can now embed “engajers” – interactive video presentations – into their Facebook pages.

WIIFM? Brands can use the new capability to include interactive videos about their company, and their products and services, onto their Facebook page.

Who's talking? “Since they're interactive, engajers deliver a better experience to consumers, who can follow their personal pathways of interest,” states Michael Castellano, engajer founder and CEO. “Companies and advertisers can get analytics that generate highly qualified leads through the engajer platform.”

WIIFM? Integrated with the BlueKai Data Management Platform (DMP), the automation solution is designed to help marketers identify their brand influencers, generate “look-alikes,” and target them with relevant messages.

Who's talking? “The audience identified by the Social Advertise platform is the one most likely to share brand content with friends, family, and colleagues, and to amplify the effectiveness of digital advertising,” says VP of social technologies Ben Straley.

Where was she prior: Previously, Leake held the position of president at LocalResponse. Leake also cofounded Media6Degrees.

Why was she appointed: “I hired Kathy two and a half years ago to grow LocalResponse, but I didn't realize what a rocket ship trajectory we would be on thanks to her determination, drive, and energy,” says founder Nihal Mehta.